Kubota commits to Britain’s Fittest Farmer with new challenges

As a long-standing sponsor of Farmers Weekly’s Britain’s Fittest Farmer and keen advocates of mental and physical wellbeing, Kubota (UK) is proud to support the 2026 event.

With the finals just weeks away and preparations in full swing, Charlotte McFarland, tactical marketing executive of Kubota (UK)’s agricultural and groundcare machinery business, tells us more about what this sponsorship means to Kubota.

© Kubota (UK)

“Britain’s Fittest Farmer competition is much more than just being fit and healthy – it’s also about mental resilience and general wellbeing, which is a very important area that is far too easily overlooked or simply brushed aside,” says Charlotte.

The Thame, Oxfordshire-based tractor maker views the competition as an essential place to get all farmers and supporting sectors thinking and talking about their mental and physical health, and offering support to others who may be struggling with the pressures currently faced by the agricultural industry.

2025 BFF finalists © Kubota (UK)

“Farming is both a physically and emotionally tough industry, and our aim is to help people to get talking,” adds Charlotte.

“We’re pleased to have supported this event for the last six years with sandbag challenges, a deadlift using an RTV, and a hanging bar on an R090 loader, so now the onus is on Kubota to provide something new and exciting for entrants to get to grips with. Watch this space.”

© Kubota (UK)

Kubota has confirmed it will continue to support Farmers Weekly’s Britain’s Fittest Farmer competition, with a selection of new challenges for entrants taking part in the 2027 event.

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